Iacobucci, Dawn, <br/><br/>
Marketing management / 
Dawn Iacobucci. 
 - First edition 
 - Stamford, CT :  Cengage Learning,  c2015 
 - xiii, 335 pages ;  ill.  26 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Part 1. Marketing management -- Why is marketing management important? -- Customer behavior -- Segmentation -- Targeting -- Positioning -- Part 2. Product positioning -- Products: goods and services -- Brands -- New products -- Part 3. Positioning via price, ,place, and promotion -- Pricing -- Channels of distribution and logistics -- Integrated marketing communications: the advertising message -- Integrated marketing communications: media choices -- Social media -- Part 4. Positioning: Assessment through the customer lens -- Customer relationships -- Marketing research tools -- Part 5. Capstone -- Marketing strategy -- Marketing plans. 
<br/><br/><label>ISBN: </label>9781285429953 1285429958 
<br/><br/><label>LCCN: </label>2013944273 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13   / .L142 2015